User Interface (UI): what it is and how to improve your user experience

The user interface is the point of contact between the customer and your brand in the digital world. Understand what UI is, why it matters and how to apply it in practice.

In an increasingly competitive digital landscape, providing a good browsing experience is essential to attract, convert and retain customers. And that's exactly where User Interface (UI) — a key element in the success of websites, apps and digital platforms.

Have you ever visited a confusing website, full of disorganized menus and not knowing where to click? You probably left quickly.

This happens when the interface was not designed with the user in mind. In this article, you will understand what UI is, its importance and how to apply this strategy to your digital product. Let's go!

What is User Interface (UI)?

User Interface, or user interface, is the set of visual and interactive elements that allow a person to interact with a digital system, such as websites, applications or software.

In practice, it is the “middle ground” between the user and the technology. A good UI facilitates navigation, guides the user through the platform’s features and improves its overall brand experience.

Examples of UI elements:

• Buttons, menus and icons;
• Typography and colors;
• Search fields and forms;
• Responsive layouts;
• Navigation bars and sliders.

Why is UI so important to consumers?

When well planned, the UI is responsible for reduce friction, increase dwell time and generate more conversions. And this isn’t just a matter of aesthetics — it’s about functionality and value perception.

With an intuitive and pleasant interface, the company:

• Conveys confidence and professionalism;
• Facilitates access to information and features;
• Improves the shopping experience;
• Increases retention and loyalty rates.

Furthermore, the user interface places the customer at the center of the strategy, making all interactions more fluid, satisfactory and consistent with the brand's objectives.

How to develop a good user interface?

Effective UI design goes beyond just beautiful design. It needs to consider data, testing, and product usability. Here are the main steps:

1. Study your audience

• What are your digital habits?
• What type of navigation do they prefer?
• What do you value most in a website or app?

2. Organize the visual hierarchy

• The most important information should be highlighted
• Use contrast, spacing and color to guide the eye

3. Ensure accessibility

• Clickable buttons, color contrast and legible texts
• Adapt the layout to different screen sizes

4. Test with real users

• A/B testing and feedback are essential for continuous adjustments
• Observe the behavior of those who actually use the system

UI and conversions: how does the interface influence your results?

The User Interface can be the game changer between complete a sale or lose the customer on the last click.

A practical example: in e-commerce, if the checkout button is poorly positioned or barely visible, cart abandonment tends to increase. On the other hand, a fluid and intuitive layout generates more trust and stimulates conversion.

Build interfaces that delight and convert

Your company's first digital impression is visual. And it happens in milliseconds. Investing in UI is investing in concrete results, such as more sales, more leads, and more user satisfaction.

Do you want to transform your interface into a competitive advantage? Talk to follow55 and discover how our design and technology experts can take your digital product to the next level.